How to land in the inbox

Email deliverability: If they don't see it, they can't read it.

Last time, we focused on outreach copy that converts: what to say, how to say it, and how to make prospects actually care, applying the YYY framework.

Today, we’re going to look into the channels you can use to distribute that message, starting with email.

Email is still the most scalable outbound channel out there. But what’s the biggest reason why cold email campaigns fail? Not bad copy. Not weak offers. Not subject lines.

Just invisible emails. Great messaging is worthless if no one ever sees it. And that’s exactly what happens when your cold emails land in spam.

One of the founding teams I worked with wrote killer emails. 2000 sent, zero replies. Why? Gmail flagged them from day one. We set up a new domain and fixed the basics, and replies started rolling in within days.

Since automation and AI went mainstream, spam filters have gone into overdrive. Email platforms now punish high-v…